A winemaking incubator pushing boundaries

Offscript is a groundbreaking winemaking incubator from Gallo, the largest family-owned winery in the US. Rooted in the legacy of mentorship started over 60 years ago by Julio Gallo, Offscript gives talented winemakers the freedom to bring their bold visions to life.

Each year, a new "class" of winemakers is empowered to create wines that challenge the status quo, breaking free from tradition to craft something truly unique. The design solution mirrors this visionary approach. Centered on the wine flavor wheel—a tool that maps each wine’s unique profile—Offscript’s brand design is as innovative as the wines themselves.

The wheel inspires the label design, with a window shaped by the wine’s tasting notes. Through this window artwork tells the story of the winemaker or their craft.

Each new class of winemakers creates a distinct shape for their label by plotting their tasting notes on the flavor wheel, ensuring every wine is a unique expression of creativity. The wheel has become the foundation of a dynamic visual brand system, inspiring everything from packaging to the digital experience to activations.